Advertising “Fabula” - A Dynamic of Life

Since the dawn of time, a life cycle has been above all
about life itself, a psychic life force, a dynamic of life, "Fabula",
a mental flow of ideas, and sense against nonsense and non-existence. This
"Fabula" which has constituted our world, today is advertising.

The greatest advertising achievement is to put things in
time against the death that comes at the end of a cycle, by giving them a living
identity in the Spirit of time, a time that is a founder of the Self. This
living and charming identity which seduces us, sticks to us through
individuation, haunts us with the needs of desire, and the desire for needs
through selling concepts such as lovemarks, and therefore revives the
antithesis of narcissism and nothingness, to nourish life between the taboo of
death and the plans to dig unfulfilled desires.

The logic of desires is not in the fullness but in the
incompleteness, the digging for needs. This is also the intelligence of
advertising’s essential engine, the one that keeps the excitement going,
perpetuates the cavalcade behind the evanescence of reality to live instead of
survive.

Antoine Bakhos, General Secretary of CREMAC and Secretary Manager of Pertinence, Faculty of Information and Communication